Persuasion - Corporate Communications

1. COMMUNICATIONS
CORPORATE
Foundational Discussion - Persuasion
BASED ON CORPORATE COMMUNICATIONS WRITING, TIM PENNING, PHD

2. PESO MODEL
paid earned shared owned

3. “we just need to get the word out”
PLANNED, COORDINATED & STRATEGIC

4. PERSUASION
“Persuasive writing is
dependent on the quality
of the writing itself.”

5. COMMUNICATIONS MODEL
message medium audience outcome

6. SOCIAL JUDGEMENT THEORY

7. PERCEPTION
&
ego-involvement
latitudes
assimilation
contrast
POSITION

8. writing applications

9. COGNITIVE DISSONANCE THEORY

10. IDEASON AN EVEN
PUT
evaluation of equal alternatives
TWO
PLANE

11. writing applications

12. REASONED ACTION THEORY

13. INTENTION
attitude injunctive
norm
descriptive
norm
perceived
behavioral
control

14. writing applications

15. STAGESOF
PERSUASION

16. TRANS-THEORETICAL MODEL
pre-contemplation contemplation
planning action maintenance

17. writing applications

18. issue-relevant thinking
ELABORATION LIKELIHOOD MODEL

19. ETHOS logos
PATHOS
ARISTOTLE

20. WRITING
LIST
PERSUASIVE
CHECK-
FOR
grammar
originality
appropriateness
targeted
objective
persuasive